Mastering ‘actionable data’ in your organisation
‘Actionable Marketing Advice’ is our ‘mantra’ at Smart Insights, since we are passionate about helping our colleagues to develop their businesses and personal skills, to get results from integrated digital marketing.
We believe that using insight from research, analytics and transactional systems can play a big part in improving results, if the right Systems, Processes and People are in place to source and integrate data, understand it and apply it effectively.
This Infographic from Monetate highlights 4 key points to ‘mastering actionable data’, along with highlighting the obstacles which may be familiar:
- 1. Compile all of your stats. Perhaps ‘Stat’s is the wrong word, as it should be ‘Insight’ as we are not producing Averages or Normal Deviation charts. As the Infographic points out its collecting data available within the company and more to create a ‘portrait of your customers’.
- 2. Appoint a Data whizz. They don’t mean a ‘Statistician’ - it’s important the ‘Data Whizz’ has good commercial skills to both ensure the data is comprehensive, to have a full picture of the customer journey and touchpoints and the information is translated correctly and practically to support the organisations end goals.
- 3. Share and Analyze Data Together. This is so important, as the insight could show valuable information to support the business but if the main decision makers do not know it’s available or even ‘believe’ what the data is saying, then the door closes.
- 4. Connect the Data Dots. How true that data can be looked at in silos for a particular channel or campaign. Remember to keep in mind your data goals, purpose for the analysis and ‘drill further’ for more answers. You may need to involve other colleagues in the analysis, who could add value to you manipulating the data as they maybe aware of key timings to activity which impacted the results, changes to a campaign etc.